Email marketing in comparison to other forms of digital marketing channels is considered inexpensive and a quicker way of communicating with new or potential customers. With no doubt, emails play a major part in that. When it comes to email marketing, buying a bulk email list sounds like a smart way to accumulate enough email addresses to boost up the business. Unfortunately, the people who sell bulk email lists aren’t necessarily genuine. While some of those lists that are being sold might advertise themselves as being an ‘opted-in list,’ the truth is that they are not.
Let’s have a look at 6 major drawbacks why you should not purchase a bulk email list.
1. Email Service Providers Dislike Bulk Email Lists:
Email service providers don’t prefer buying or renting a bulk email list from email vendors. ESP says those bulk email lists are dirty because it contains email addresses without the knowledge and agreement of their owners. ESP holds some specific policies regarding email marketing. A violation of these policies will mean that the ESP could terminate the business contract; you could be fined, and may even take serious action. So, it is very important to review ESP’s terms of violation for clarity before purchasing any bulk email lists.
2. ROI Gets Affected:
ROI is the heart of any business. No business can perform well if it does not generate enough ROI. Remember that in email marketing business there is a cost for every email we send. So, here the quality of each email remains worth. Emails can produce huge ROI of $43 for every $1 spent. But there is no chance of quality emails in a bulk email list you purchase from email vendors. Since it has low response rates, bounces, spam flags, and unopened deletes, it would seriously damage the sending reputation and also make ROI go down the drain.
3. Email Open Rates Are Too Low:
Low open rate is a result of a poor quality email list. If we purchase a bulk email list from email vendors, then obviously the users are not familiar with our brand, products, or services and will probably not open our emails. Or, it could be that the email list is too old. Older email addresses generally tend to have lower open rates. Older email addresses might not even be in use anymore, which would negatively affect the email open rates. In this case, choosing a bulk email list is not a recommendable way for a successful business.
4. Leads To Low Conversion Rates :
Email is the king of all marketing tactics. That is why email has the highest ROI over any other digital channel. This will happen only when all the users/emails in an email list are converted into customers, but this would be quite difficult in a bulk email list. When it comes to email marketing, the conversion rate purely depends on quality of emails. It is worse in the case of bulk email list because we are not sure about their quality. For example: The conversion rate of purchased bulk email list is close to 4.5% or lesser; but in case of manual list building it is closer to 30% or more.
5. Has A High Rate Of Unknown Users:
Bulk email lists are always sold by quantity, not by their quality. The quality gets affected in terms of missing or incomplete data and out-of-date information. List sellers may claim that their lists are 100 percent opted-in but we should be suspicious because they use scanning bots to capture email addresses from random websites and forums. So email sent to an unknown user consumes a lot of time and money. They also use many email providing tools to grab the collection of emails which may not be active emails and current company’s domain which leads to high rate of unknown users.
6. Increased Number Of Spam Complaints :
Mostly purchased email list are not exclusive. Email vendors often sell or rent the same list to multiple organizations or have duplicate contacts on separate lists. Because of that, there is a high chance that email recipients would receive frequent, unsolicited emails from multiple sources. The influx of emails from a variety of marketers would lead them to unsubscribe and even report the emails as spam. CAN-SPAM Act is a law that regulates the rules for business emails and messages. It gives recipients the right to unsubscribe or mark as SPAM any email that is sent to them and establishes penalties for violators of the law.
Tips to avoid those drawbacks:
Email marketing will be successful only if it fulfills its purpose of reaching the right customers.
The Email Service Providers (ESP) like Gmail, Yahoo, Outlook, GMX are stringent in email violation. To overcome that, instead of blindly trusting a fancy email list in bulk quantity, choose a mailing list which is built targeting your to-be customers, not the random crowd.
ROI gets affected when there are low open rates and email bounces. Quality is the right solution you need. When an email you send is top-notch quality (targets the right people, has the right content, easy for the users to respond) there is no doubt in your marketing campaign’s success; here the content and response are dependent on the email marketing strategy, but your mail must reach the right customer because only your targeted customer has interest in what you are offering, and will open your emails and eventually become your customer. When your mailing list is of prime quality with zero bounces, then the problems of low open rates and email bounces are just a myth in your marketing campaign.
Nothing is frustrating like when your email reaches a person who isn’t sure who you are, what you are providing and most importantly the one who doesn’t even open your emails. In such scenarios, a tailor-made email list which builds its list by carefully handpicking the contacts of the people who are really interested in your service is much helpful.
Purchasing a bulk mailing list from email vendors may look like a user-friendly process to get your target email lists. But, in that, you should also be aware that you will have only a minimum quantity of your target prospects, the rest of the emails will be directing your business towards the above-mentioned six drawbacks. Hence by all means, buying an email list from bulk email service providers would permanently harm your business. Here opting for a targeted email list where you get only your interested customers’ mailing address will be a better choice instead of going behind a bulk email list, which has more cons than pros.